Axe tones down its provocative advertising with this flirty yet innocent AXE Effect commercial that targets Indonesia, a mainly Muslim country.

The commercial follows the typical 'naked guy puts on Axe after his shower, girl can't resist Axe and does some sexually suggestive gestures while biting her lower lip'. However, the twist here is that the deli girl's gestures of squeezing the hot sauce container turn out to be a somewhat innocent gesture of writing her phone number on the sandwich using the sauce.

As adrants point out, this ending saves the commercial from the inevitable lameness of such concepts.

The ad was created by Bartle Bogle Hegarty, Singapore with creative director Steve Elrick.

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